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Customers, quality and satisfaction

Customers are at the centre of Banco Santander’s business model. Knowing how to listen, understand their needs, respond with innovative solutions and forge close and lasting ties forms the bedrock of Santander’s commitment to customers.

The Bank has a customer base of 121 million people worldwide, all of whom acknowledge it as a solid and dependable institution with the strength needed to move forward.

By geographical area, Latin America has the largest share of customers (43%), followed by continental Europe (31,4%), the United Kingdom (21,8%) and the United States (4,1%). Retail commercial banking and consumer finance continue to be santander’s main differentiator, representing 99.8% of its entire customer base.

The most enduring relationships with customers, and those which deliver the greatest added value, are generated and serviced in the Bank’s branches. Santander has 13,030 branches, most of which are to be found in the ten main markets in which it operates, and which go to make up the largest branch network in the international banking world.

In addition, the Group provides services through other channels such as Internet and telephone banking, and mobile banking.

Service quality and customer satisfaction

Service quality and customer satisfaction are the cornerstones of Banco Santander’s strategy, and a continual effort is made to assure and improve the quality of the service the Bank provides. Santander makes use of a corporate model to manage quality and the customer experience.

Meet the needs of customers, improve segmentation, simplify processes, identify and share best practices from the countries, allow, and ensure continuously, quality and satisfaction.

In order to learn more about customer expectations and areas for improvement, the Bank has carried out more than one million surveys within our main retail banking markets: Argentina, Brazil, Chile, Spain, the United States, Mexico, Poland, Portugal, Puerto Rico, the United Kingdom and Uruguay.